BA insight loss turns sour for Milk as agency falters

BA shuns agencies for email briefThe loss of the British Airways’ insight account appears to have put the kibosh on data agency Milk – which bought itself out of M&C Saatchi earlier this year – amid claims that the business has been forced to shut up shop.
According to sources close to the agency, it has run into serious trouble just days after losing the BA business, which has been its main account. However, Milk Customer Strategy is still listed as “active” on the Companies House website.
Set up by M&C in July 2011, Milk has been working with BA since 2012 on the transformational “Know Me” programme, focused on making the most of the airline’s customer data to boost engagement.
Earlier this year, the agency landed a new tranche of work from BA to handle the airline’s global CRM strategy and data account, working alongside the BBH venture with Simon Hall and Warren Moore.
At the time, Milk joint managing parnter Jane Hodson said: “We are particularly excited to be involved at such a transformational time helping BA to translate its data and content vision into a meaningful conversation with its customers, one that is relevantly targeted and adds measurable value for the brand.”
However, following a review, the CRM account has now switched to TMW Unlimited, while the data strategy has moved to Aquila Insight.
Milk’s senior team comprises managing partners Hodson and Rhian Woods, who worked together at OgilvyOne, and head of new business Emma Thwaite, formerly of Starcom MediaVest, MGP and Arena Media.
DecisionMarketing has not been able to contact any of the directors of Milk or get through on the main agency switchboard – which has been playing an engaged tone 24 hours a day – despite numerous attempts.
The agency’s website is still operational; its Twitter feed, LinkedIn and profiles have not been updated since September.

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